Commentary

Content Integration

Successful integrations complement users'experiences without interrupting them.

AOL
Dove Cream Oil

AOL: Brent Spitzer; Cathy Boyle; Dale Epstein; Laura Krebill
Edelman:
Ellie Date; Jessica Axelrod; Jessica Gallagher; Theresa Lowe; Paul Elam
Unilever:
Babs Rangaiah; Jennifer Bremner; Kristin Pontius
Ryan Partnership:
Sally Ajello; Andy Heath; Beth Olsen; Amy Becker
Mindshare:
Mark Nester; Natalie Parks; Joe Maceda; Greg Manago; David Lang; Stacie Bright

The Dove Cream Oil campaign was a shining example of effective use of user generated content. The campaign and contest created connections with the target audience and facilitated their personal expression of the new product, Dove Cream Oil.

The campaign capitalized on consumer-generated content while focusing on a big event that resonated with Dove's consumer target: The Academy Awards. The centerpiece of the campaign was a nationwide contest asking Real Women to create and star in the "Next Big Dove Commercial" that was aired during the 2007 Oscars. In subsequent phases of the program, consumers were invited to request a free sample of Dove Cream Oil, to tell a friend about the new product, and to enter a casting call to be the next Dove real woman. A partnership with AOL provided the tools to help real women create their own commercial.

In four weeks the user generated ad contest gathered over 1,200 video entries on AOL's user generated video site.

STARCOM MEDIAVEST GROUP
Coke Fantasy Football

Starcom MediaVest Group: Damon Bethel, Digital Director; Michael Levy, Connections Director; Sarah Personette, Connections Associate Director; Megan Riley, Connections Associate Director
Juxt Interactive:
Emily Spangler, Account Director

Coca-Cola North America:
Karna Crawford, Senior Interactive Brand Manager; Laurie Clark, Strategic Media Manager

Starcom mediavest group developed innovative partnerships for Coke with the top Fantasy Football content providers - using online media, mobile alerts, and podcasts to go above mere integration. Coke surrounded these die-hard fans with Fantasy Football content when and where they wanted, in order to give them the edge they need. They partnered with top content providers to deliver coveted Fantasy Football tips, in-depth analysis, and inside info. The strategy was to become the ally that strengthened players' chances to win.

Coke surrounded the nerve center of online Fantasy games on Yahoo, ESPN, CBS SportsLine, SI.com, and The Sporting News with top sponsorship positions. They produced exclusive online Coca Cola Draft Specials with ESPN, SportsLine and The Sporting News, providing users with the information they needed to craft a championship team. Coke sponsored exclusive up-to-the-minute injury updates online, push-to-phone wireless updates, and iTunes podcasts with ESPN, SI and Sporting News, giving users the essential, timely information they need to win each and every week.

The Web drove over 1.7 million minutes of brand interaction, translating to over 3.25 years of interaction.

* WINNER *
STARCOM USA

Kellogg's/Special K

Starcom USA: Lauren Hadley, Megan Land, Cori McAfee, Kristin Mercil, Tom Willerer, Mike Zeman, Ros Ibrahim, Trina Potter, Dave D'Orlando, Michelle Rietschel, Ken Taylor

Starcom and Kellogg's created the "better in '07" program, hand-picking the most relevant content from Yahoo Health, leveraging weekly blogs from experts, and utilizing editorialized user-generated content. This custom-built SK section of Yahoo Health included content and integrated advertising from SK, linking users to a challenge group and resources on SK.com.

Starcom built a SK Challenge Group on Yahoo where members shared their experiences. They maximized third party content and platforms by directing consumers to "Go to Yahoo and Search Special K."

The strategy centered on working with Yahoo, whose credibility with women comes from its vast collection of services, content and communities to provide weight-conscious women with support.
Next story loading loading..